Tag Archives: tumblr

Yahoo hopes for new life in deal for Tumblr

Photo by e27singapore

Photo by e27singapore

This week marks a new era for Yahoo and popular blogging service Tumblr. In a $1.1 billion deal on Sunday, Yahoo acquired the site in hopes of planning to shift itself as the technology industry heads towards social media agencies. This deal would exceed the largest acquisition of a social networking company in years, even Facebook’s $1 billion purchase of Instagram in 2012. Yahoo says that it will keep Tumblr as a separate entity, as founder David Karp will be kept on board as CEO.

With this deal, Yahoo will have access to a younger user demographic, as Tumblr’s age bracket is strongest from 18-24. In addition, this age bracket is a fast-growing number of consumers who are in general very engaged with the Internet and social media. Yahoo expects to expand its audience by 50% to more than a billion monthly visitors, and to grow traffic by 20%, through its acquisition of Tumblr.

The biggest question about the deal is how Yahoo and Tumblr will be utilizing advertising and other monetizing services on the site. Although it seems likely that some type of advertising will be used on the site, both Yahoo and Tumblr confirm that advertising opportunities will be created seamlessly to enhance the user’s experience. All in all, Yahoo and Tumblr are a big deal and only time will tell if users will adapt to new changes to make it successful, or if bloggers will jump ship and deem the deal a failure.

As the tech industry moves towards social media motivated ventures, digital marketing agencies can use this towards their advantage. With greater resources from large corporations, many social media outlets that were once small startups can now be more efficient in consolidating searches and information, as well as fixing problems faster and widening the audience.

It’s Official: Yahoo is Buying Tumblr for $1.1B, Vows to Keep It Independent 

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Best Practices for Maximum Exposure

Bit.ly, one of the leading link shortening and tracking services, has released its data about the best times to post to social networks for maximum exposure. This is important for the social media to increase the chances of conversions as well as for people to engage and hence spread the link to other users in their circles.

For links on Twitter the easy winner is between 1 PM and 3 PM (Eastern time zone). The earlier in the week those posts happens also drives up clicks, so Monday afternoon is the best time to post to Twitter. The important figure about Twitter is the length of a post’s half-life, which is 2.8 hours: every 2.8 hours the number of people seeing a tweet and possibly clicking on the link halves.

Facebook has results only slightly different than Twitter’s. The optimal window lasts an hour longer, 1PM to 4 PM. The explanation might be that Facebook is more acceptable to have open when at the office. Instead of Twitter’s Monday, Wednesday is the best day for Facebook posts. The 8 PM to 8 AM window on FaceBook is nearly a ghost town.

Tumblr, however, is a prime location only after work hours. Its traffic begins to pick up at 4 PM and dies down at 10 PM. Friday evenings are the ideal time for these posts to generate link-clicking traffic. The reason for this sea change in viewership is all about its newness as a network and its lack of acceptability as a mainstream service.

Knowing these optimal times is important for the social media agency. Fortunately the main services coincide with the workday and there are even software options for the timing of postings. Regardless how it is done, it is important for the social media agency to keep these in mind for its clients.

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